How to double the sales of 200 million yuan

This article selects six problems that may be encountered in brand operation, analyzes these six problems and provides reference suggestions and methods. The article is clear and easy to understand, and is recommended for people who want to understand brand operation.

1. Although the category is small, the cognition is clear and the benefits are clear

Potential consumers do not know why they should use the product (when, where, and under what circumstances). If this is not the case...consumers can immediately connect to its benefits, then there is no need to expand product categories. Instead, we need to expand the coverage of communication and the penetration rate of channels. Through communication, we can solve the six-step consumption problem.

Listening and speaking: dissemination + coverage;

Like: cognition;

Remember: verbal nail + visual hammer;

Purchase: Differentiate purchase reasons;

Repurchase: Private domain;

Referral: attract new customers.

2. The potential market demand is huge and far from being met, but it is not yet known.

Another situation of expanding product categories is that the original category has been fully developed and reached saturation. Further growth must break through the bottleneck and compete with competitors outside the category to seize their market share. For example: Xiao E Xiao Kun, Xiang Piaopiao.

This situation usually occurs with category leaders.

If you are not a category leader, you do not need this approach, otherwise, you will be making things easier for the leaders. In fact, with 9.6 million square kilometers and more than 2,000 counties and districts, any product can achieve success as long as it has deep penetration (mental penetration and channel penetration). Online and offline sales of 1 billion are not a problem, usually 40% to 60%.

Your product currently has 200 million in pure online sales (JD.com and Tmall), which in my opinion is just the early stages (this product can reach 700 million online). In other words, the problem we face is: how to double the sales of 200 million.

We need to clearly define the problem, always think about sales and always serve sales.

The next question is not to rush into the offline market, but to double sales. The way is: by cutting categories, occupy a new feature, and then become a new category in the mind. The market for this new category is huge.

3. Avoid interference, improve communication efficiency, and reach the mind directly

The more information there is, the less potential consumers will remember.

The way to enter the mind is to be as simple as possible. Unless you have enough communication funds, don't create more concepts, because you can't afford it. Can you just use one sentence, one core category word? The fewer words, the more concentrated, the more efficient.

What is this core word? It is the word from characteristics to mental category.

At the same time, at this stage (200 million sales), you can't use large-scale communication to ban categories, and even rarely use orthodox communication. So the simpler the information, the more conducive it is to improve the efficiency of communication and make customers remember it. At present, consumers' minds are still blank, so as long as they remember it first, a relatively solid link can be formed.

A clean and open mind is more important than anything else; be number one in the regional market and find the only empty space in your mind; you can live a stable life.

4. Expand product categories, but you may not be the only beneficiary

In terms of channel acceptance capabilities, you are currently far weaker than your competitors (after all, you have not yet expanded offline channels). This should be a matter when sales reach 300 million yuan. Consolidation and development are equally important. The question is whether to consolidate the 200 million yuan first or develop first. My answer is development, development, and development.

Once the company becomes larger and grows faster, the current problems will disappear on their own; consolidate while developing, and do not develop while consolidating; there is no consolidation without development; there is no development if there is only consolidation.

Category expansion generally means going beyond the category. The category, demand, and information need to be put in the front. Customers may remember the category more than the brand. At this time, the activated demand will first look for the category (category words are the entrance to demand) rather than the brand. At this time, if you have an advantage at the channel level, you can reap the benefits. After consumers use it more, they will remember the brand more. Otherwise, you will be making wedding clothes for the leaders and brands that have an advantage in the channel.

5. Categories have their own benefits and come with the value of expanding categories

Expanding categories is more about appealing to category value. The new category value of your product is clear, direct, and has a clear experience. As long as you convey this new category word and new category value to the minds of potential customers, it will naturally carry the natural benefits brought by the category attributes or the demand openings that the new category brings.

However, this also needs to have a beginning, a middle, and an end. Don't reveal your core strategic goal right away. Instead, proceed in an orderly manner and slowly. Start with features and layout offline. When sales reach expectations, you should shift from the feature flanking battle to the category creation battle.

Business = position, the best position must be to represent the category. The category is the leader, the leader represents a larger market share, more importantly, the largest mind share, the mind share can be converted into market share.

We must do this again and again, first fighting the flanking war with characteristics, then fighting the war to create categories; finally, we must divide the categories and share the world with the existing leaders of the old categories.

6. The essence of operation is to build trust

Credentials are used to address the natural insecurity in consumers' minds.

As the category develops and matures, people no longer have a strong sense of insecurity about consuming this category, and are more concerned about why they choose this brand.

1. Gradually, distributedly, and orderly seize new product category positions

In order to establish your relatively awesome perception among customers, the credentials need to have two functions at the same time. First, they need to represent your leading or expert status; second, they need to be competitive, which is not something that anyone can say.

For example: coverage rate can give us leadership status. Of course, the best is the number of points, but we know that this will never be achieved in the short term. If our opponents say this, we will be very passive, so for now we can only wait, develop and consolidate.

For this reason, we said before that we should do it again and again. This is the core.

2. Strong channel brand endorsement

If the strong channels all recognize you, it is a process of potential persuasion for consumers. So this sentence is enough to make customers believe that you are the leader. Why is it you who enters instead of other brands? The simplest logic is that you are awesome.

3. About the later online and offline integration

We need to establish our identity as the pioneer of a new category. We are the first. When the category is small, customers may not be particularly concerned, so it may not be displayed when the number of words is limited. It can only be said when there is enough communication time (such as soft articles, B2B), such as: presentation.

Author: Houshan Keju, Source: WeChat public account "Lao Gao Business and Brand"